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I have to agree, content is the ace card here, but i will say one thing: My suggestion here is to not try for to many key words on one page. Instead, create a blog post for every key word you would like to target. Often you will find it is the long tail keywords that generate the best traffic. there is a few great whiteboard fridays that will explain longtail.

Many factors contribute to how well your site ranks in the SERPs. The content (both quantity & quality), structure, code, and the quantity and diversity of links pointing to your pages are just some of the factors. As Jeremy suggested, you can use the tools on Moz to reverse engineer your competitions ranking strategy.